Cover comment | "Tag premium" of the product is popular, and the merger and the consolidation of the community solidification

□ Jiang Yanzheng

The same type, the same size, and the same material, plus tags such as "net red explosion", "INS style" and "bull disk", the price is doubled; The "Wind" products are always more expensive ... Recently, many consumers talked about the product tags that were found during shopping. The reporter's investigation found that the use of various types of labels used to help consumers refine the classification of goods has become a new way to lift the price in disguise. (Workers Daily)

As a commodity marketing method, "label premium" has gradually flooded in recent years. From the perspective of feedback in the market, after the same type of products, after a label on some types, the value can be doubled. Such "profits" can be called almost no profit. What needs to be clarified is that the so -called "label premium" is different from the "brand premium" in the traditional sense. If the latter is based on the long -standing brand accumulation and consumer identification, the former is more of the manufacturer's "self -righteousness" and "self -prices".

If a certain product is crowned with "high value", "net red explosion", "retro", "camping", "light luxury", etc., the quotation will rise instantly. From the more essential elements, such products are often not much different from those of the affordable "no claims". And even from the perspective of marketing, such "labeling" approach is basically zero cost. In view of this, its terminal sales price suddenly rose, and naturally it could not be passed.

After the rise of bloggers and grass -growing economy, the "tag premium" intensified. Different from the gameplay of "concept hype" and "gimmick marketing" in the past, in the new consumer language context, the "labeling" of goods is actually catering to the wave of "community labeling". In modern society, people are willing to label themselves for themselves, and they do not hesitate to express and display, such as "Jian Su", "Low Carbon", "Mori", "Tide Man" and so on. In the market, there are naturally various "labeling products" in the market. In a sense, labeling people need labeling props. This is a symbol that distinguish itself from others, and it is also an equivalent.

Various "label premiums" products, one willing to sell one, you want to buy, you want, it was nothing wrong. However, in the process of "marking", some of the words of merchants are quite suspicious of "holding high and low". For example, one of the two big products, one, is extremely beautiful in the name of "elegance" and "retro", and the other is called "Basic model", "It's not expensive" and cold -cold —— The dwarf and suppression of practical orientation, pragmaticism, and "economical applicable" can be seen.

Shopping consumption is "I am happy to buy me." In today's "label premium", the logic of rational decision -making based on independent aesthetics and sound value judgment is particularly important.

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